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Can your business incorporate live video to reach your audience?
Social media is constantly evolving by incorporating new features to compete not only with other social media platforms, but also against traditional media.
The latest trend is the use of live video. It gives users the ability to show their followers what they are doing in real time. Facebook Live was launched in 2016 and Facebook users have been quick to make use of it. Twitter followed soon after with its live video app, Periscope. Instagram and Snapchat also quickly joined the list of platforms offering live video streaming.
Live video streaming has definitely created great opportunities for individuals and businesses wanting to showcase something of interest. It's also created opportunities for individuals to become "watchdogs," live streaming video that may be controversial such as encounters with police.
And, in some instances, a well-intentioned video can create significant backlash. The most recent being Pittsburgh Steelers wide receiver Antonio Brown who went live with head coach Mike Tomlin's postgame locker room speech after beating the Kansas City Chiefs in the playoffs. The NFL's policy on social media is players cannot post on social media 90 minutes before the game through postgame interviews. Brown was fined $10,000 for sharing the video.
Live video streaming has its advantages and disadvantages so understanding how to incorporate it into your businesses marketing efforts should be well thought out. Here are a few ideas:
- Set up a demonstration of a new product. Let viewers watch how the product works and learn how to use it from the people who created it. Viewers can comment with questions about the product that could also be answered during the live video. Why not show off a cool feature of the product that viewers may not have known about?
- Go live at an event that few people can attend, but might be interested in seeing. Sharing a live feed at an athletic event, groundbreaking or a special guest speaker lets the audience feel like they are there even if the event is states away. Offering a sneak peek of a display or new project would be fun to show to followers too.
- Post a live interview, question and answer session or news conference. Let followers get to know your company from the CEO and employees. Followers with questions can have them answered immediately and they can learn what is new at your organization.
As with all things social media, don't just jump into live video streaming without a plan. Develop a plan that you think will work for your business, then have fun with it!